How display background influences behavioral responses toward virtual fashion

Abstract

The presentation of products can significantly influence consumers' behavioral responses, potentially affecting their purchasing intention. This study, within the context of virtual fashion, examines how different display elements, such as display backgrounds, affect customers' perceptions of perceived virtual appeal, coolness, and vividness. Moreover, it investigates the effect of various display conditions on click behavior and the intention to purchase virtual fashion. To test the proposed research questions, an experimental study with 143 participants was conducted, employing a series of independent samples t-tests. The results indicate that a simple display background (such as a plain white background) elicits more positive behavioral responses, as well as higher click behavior and purchase intentions, compared to more complex display backgrounds (such as Instagram or futuristic backgrounds). Furthermore, the study compares the differences in outcomes related to Instagram or futuristic backgrounds. Based on the findings, we discuss our theoretical contributions and provide managerial implications for developers and designers of virtual fashion stores.

Date of Award	18 Jul 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Maher Georges Elmashhara (Supervisor)